Your welcome series is the true gateway into your brand. Customers can find you on social media and browse your website before they subscribe, but the welcome series is the first time they get a one-on-one, personalised experience with you. So it's important you make the best impression.
Done well, it builds a quick, long-term bond. It makes customers more likely to purchase (and to place larger orders), which helps your brand grow exponentially. But it's not just about money. It's about creating an unforgettable experience that leaves customers feeling like every question has been answered. Here are five elements you don't want to miss.
Lifestyle images don't need to look like a magazine spread, or even be professionally shot if the budget isn't there yet. They simply show your product being enjoyed in real life. For a makeup brand, someone applying the product. For a pet brand, a pooch or cat living it up. They give a real example of how your product works and what it looks like, so customers can picture it in their own lives.
Yes, you likely have an About Us page. But how many About Us sections have you truly read? Not many. So don't assume customers are reading yours. Use the welcome series to share a snapshot of your story and mission: why you started, what you stand for, a little about who you are. It lets customers connect with you and align with your mission, making them more likely to buy if your story rings true.
Even your most perfect customers won't open every email. So give them a way to interact with your brand between campaigns. Early in the series, when they're most attentive, tell them about your social platforms and where to find you. Share some of your best posts and show what they'll get by following, like behind-the-scenes content.
Proof is everything. Telling customers about your benefits is one thing, showing them why others love your brand is another. Share reviews, feedback and even user-generated content in your welcome series. It gives customers proof beyond what you're preaching, helping them see the real benefits of buying.
Special features like free returns, free shipping, 10% off or a first-time offer should be prominent in your welcome series, as they help customers see the benefit of adopting your product quickly:
Be clear on the conditions. Is free shipping only over a certain price? Is the discount time-limited? Spelling it out keeps customers from getting lost in the transaction, which could otherwise cause them to back out of a sale.
The welcome series is your first impression. Make it the one that turns a subscriber into a regular.
Let's build a welcome series that converts.
Fitting all of this into one series without over-stuffing your emails is an art form in itself. Not sure how to condense it? Email By Design is here to help.
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